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Annual Report 20152016 samoa tourism authority Annual report 2015-2016 www.samoa.travel 28 February 2017 The Honourable Speaker of the House Afioga Leaupepe Toleafoa Faafisi Legislative Assembly MULINUU SAMOA TOURISM AUTHORITY ANNUAL REPORT 2015 - 2016 In accordance with Section 23 of the Public Bodies (Performance and Accountability) Act 2001, I have the privilege to submit before Parliament the Annual Report of the Samoa Tourism Authority for the financial year, July 2015 to June 2016. Faafetai, Sala Fata Pinati MINISTER OF TOURISM Samoa Tourism Annual Report 2015-2016 1 CONTENTS 1.0 MESSAGE FROM THE MINISTER ………………………………………………………………………………………3 2.0 MESSAGE FROM THE CHIEF EXECUTIVE OFFICER……………………………………………………….5 3.0 EXECUTIVE SUMMARY……………………………………………………………………………………………………..7 4.0 MARKETING AND PROMOTIONS…................................................................................12 5.0 PLANNING & DEVELOPMENT………………………………………………………………………………………..20 6.0 RESEARCH AND STATISTICS…………………………………………………………………………………….……32 7.0 POLICY AND SECTOR COORDINATION……..…………………………………………39 8.0 FINANCE AND CORPORATE SERVICES……………………………………………………..44 9.0 ANNUAL ACCOUNTS FOR THE YEAR ENDED 30 JUNE 2016………………………………………50 Samoa Tourism Annual Report 2015-2016 2 1.0 MESSAGE FROM THE MINISTER It is my duty as the Minister of Tourism to present the Annual Report for the Financial Year July 2015 to June 2016 on behalf of the Samoa Tourism Authority Board of Directors. The Government of Samoa continues to support tourism as a priority sector that has proved its potential in delivering major economic development opportunities, as well as sustain national cultural heritage and Samoa’s natural environment. The Samoa Tourism Authority is the lead government agency which is mandated to coordinate the development of Tourism and also promote the Tourism Destination in the Tourism Source Markets. The Authority therefore is responsible to the Minister of Tourism as the Ministry of Tourism responsible for tourism planning and product development and research as well as responsible for the promotion of the Destination as the Tourism Promotional Board. The Budget in this Financial Year had reduced by 6.2% at $9,225,441 when compared to that of the previous financial year. The Sector was assisted by the Government of New Zealand in the Samoa Tourism Support Programme in an Inception Phase. The areas of assistance is referred to in the report and comprised of the thematic areas of Product Development and Tourism Research and Workforce Training. The Authority also enjoys a close working relationship with the Ministry of Natural Resources & Environment with which it has shared specific responsibilities in the Waterfront Development Project, the establishment of the Environment & Tourism Rangers, and a partnership with the United Nations Development Programme as the UN Agency that shares planning and implementation duties in the National Tourism Climate Change Adaptation Project Unit through the Global Environment Facility assistance and the Adaptation Fund through which the Beach Nourishment Project at the Manase Village is being realised. The Authority staff has worked diligently to achieve its annual work programme in assisting sector growth which is guided by the Samoa Development Strategy and the Samoa Tourism Sector Plan 2014 – 2019 which states the Sector Vision that ‘By 2019 Samoa will have a growing tourism sector, which engages our visitors and people and is recognised as the leading Pacific Destination for Sustainable Tourism’. Additional highlights for the year included the launch in overseas markets of the Visit Samoa Year 2016 campaigns to encourage more travel to Samoa for all events of interest as well as to initiate the introduction and celebration of the opening of the new chain and major hotels/resorts Sheraton Samoa Aggie Grey Resort and Hotel as well as the Taumeasina Island Resort. Ahead of the Opening was the first Rugby Game between the Samoa Rugby Team the Samoa Tourism Annual Report 2015-2016 3 Manu Samoa and the New Zealand All Blacks. Sports Tourism took off in this year and was further celebrated by the Lupesoliai Joseph Parker professional fight against Southpaw Jason Bergman which again promoted and attracted visitors and the international media for global coverage of the fight and promoting Samoa. Tourism continues to play a leading role in the development of Samoa contributing 22% to 25% to the national GDP annually. Sustainable Tourism therefore has been identified by Government and the Sector to ensure economic growth for the sector and the host communities, and the promotion of Samoa’s living culture and natural environment. The Tourism Sector achieved a total of $389.3 Million Tala which is an increase of 12% in tourism earnings from the previous year. This year has also registered an increase of Holiday Tourists by 17.75% which is significant of the sector’s increased performance in the hosting of tourists for special interest tourism activities and the emergence of tourism business that target market segments that attract visitors more on specific interests. Government continues to assist the tourism plant through recovery assistance for tourism properties as well as the processes in the establishment of new tourism business through the incentives schemes and duty concessions. There are plans in the assistance to enhance the tourist attraction sites through the Samoa Tourism Support Programme under the financial assistance of the New Zealand Government. One of the highlights of the year is the return of Survivor Television Series Production Company Endomol Shine from Australia to film the series on our shores and employing 480 locals as well as promoting some of Samoa’s beautiful beaches and landscapes as the setting of the Series. The Authority staff has worked diligently to achieve its annual work programme targets supported by the tourism Private Sector and for this I thank all. It is everyone’s duty to ensure sustainable tourism as it is a phenomenon that is so multifaceted and touches everything under the sun and therefore everyone! It is my prayer that the Tourism Sector continues to develop sustainably for the obvious positive outcomes. Ia Manuia! Sala Fata Pinati MINISTER OF TOURISM Samoa Tourism Annual Report 2015-2016 4 2.0 FROM THE CHIEF EXECUTIVE OFFICER The STA Management and Staff are appreciative of our partners who continue to render support in the coordination and development of the sector. We thnak the new Minister of Tourism the Honourable Lautafi Selafi Purcell and the former who is also the Prime Minister Honourable Tuilaepa Dr. Sailele Malielegaoi whose vision in action has indeed progressed Tourism on our shores. The Board of Directors continues to be instrumental in policy matters and this year we farewell our diligent Chairman to a higher echolon in the public Service with the Chairperson Afioga Amituanai Faleulu Mauli who had won the general elections for the Palauli i Sisifo Consituency and thereby elevated to the position of a Member of Parliament. The Minister has highlighted some of the activities and tragets achieved by the Sector and we pray that the sector will continue to grow so that the Vision will have been achieved by the year 2019 The Sector continues to emphasise the challenges that Samoa continues to face with the high cost of airfares and the limitations that the inbound airlines continue to strategically restrict air travel. The bold move by the Minister of Tourism to engage an aviation company namely the Complete Aviation Solutions to look into the airline partnership that Samoa had enjoyed has thrown light on the gloomy state that flights into Samoa are controlled. North bound Exports are transported to New Zealand as a preferred route and seat capacity utilisation is at aan all time high averaging about 83% in this financial year. Tourism will continue to grow if and when more seat capacity is established and in the words of many Pacific Airlines’ ‘ Samoa has to look again into reinstating its own Polynesian Airlines’ jet services to cater to the travelling needs of your people and your tourism industry to send the planes where the markets are evident and profitability is a reality. The Tourism Sector continues to introduce new proucts and the New Zealand Government continues to assist through the much needed development of the tourism products and especially the natural and historical attaractions. New Zealand remains the only country which continues to assist tourism development in the areas of research and also business standards and accreditation. Sustainable Tourism is identified by the Government to be the iconic tourism form that Samoa must develop if success is to be targeted. We are thankful to the tourism Development Partners such as New Zealand and also the Government of the Peoples Republic of China, the Samoa Tourism Annual Report 2015-2016 5 International Organisations such as the United Nations for the Development Programmes gained under the Global Environment Facility for the National Tourism Climate Change Adaptation Startegy and also the Adaptation Fund for the Manase Beach Nourishment Project. The content of this report, features in detail the programmes implemented by the sector and guided by the Samoa Development Strategy and the Samoa Tourism Sector Plan 2014 – 2019 with the Vision that ‘By 2019 Samoa will have a growing tourism sector, which engages our tourists and people and is recognised as the leading Pacific destination for sustainable tourism. It is in this year that the Sector has launched with the Prime Minister the Samoa Tourism Excellence Awards where the survey will reveal what the tourists really think about our tourism products and services and of which results will award the excellent tourism business who provide our guests with the best that will continue to promote our country positively through the compliments and conversations around the world. This is the Land of Tusitala, the famed author, poet and writer Robert Louis Stevenson, and it is the Authority and the Government’s prayer that everyone will continue to amaze our guests with services that exceed their expectation, as it is our culture to give our guests the best that we can provide.
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